Practice of Public Relations

For courses in Public Relations and Introduction to Public Relations in Journalism, Communications, and Business departments. Using a unique hands-on approach that forces students to think critically about the field, this market leader captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. Unlike other PR texts that steer clear of the cases, the ethical challenges, the "how to" counsel, and the public relations conundrums that force students to think, this book prepares students to deal with a full range of situations and arrive at effective, ethical solutions that distinguish the practice. An "in-your-face" textbook for an "in-your-face" profession. *New - Extensive, expanded coverage of Internet application to public relations:. E.g., integrates examples of internet strategies into every chapter; offers the most comprehensive explanation of the practice of public relations on the Net available *New - Re-organized into 5 logical Parts: Evolution, Validation, Activation, Execution, and Publics. *New - 50% new/updated chapter-end cases: Covers major PR events, such as the President and the intern; the tobacco industry and its war with the government; Coca Colas product contamination scare in Europe; Dennys rebound from race discrimination; the World Wrestling Federations controversial rise to media prominence; the National Rife Association; Microsoft; John Rocker; JonBenet Ramsey; George W. Bush; Al Gore; Puff Daddy and Jennifer Lopez. *New - 55% new "Over the Top" interviews: Features the views of the fields most prominent professionals - from President Clintons White House Press Secretary Joe Lockhart to the fields most prominent practitioner of the 20th Century, Harold Burson; and of the CEO newsmakers who presided over the fields most striking moments - from ValuJet CEO Lewis Jordan, to Pepsi-Cola CEO Craig Weatherup, to Dow Corning CEO Richard Hazelton, to the eminent management guru Dr. Peter Drucker. Many of the interviews focus on the CEOs of the companies featured in chapter-end cases. *New - All new "Question of Ethics" boxes in every chapter. Focuses on such situations as Clinton/Lewinsky, Lockhead Martin, John Rocker, the NRAs handling of their Denver convention within 2 weeks of the Columbine tragedy, and more. *New - Updated Suggested Readings and Suggested Book lists. *40 case studies. E.g., President Clinton and Monica Lewinsky, CNN and the "Tailwind" expos, the selling of the Blair Witch Project, Jesse Venturas amazing gubernatorial victory, Exxon and the Gulf of Valdez, Dow Corning and the Tylenol murders and many more. *A full chapter on integrated marketing; Combines advertising, marketing, merchandising, and public relations into an inter-disciplinary approach. *An entire chapter on multi-cultural and international communications.

Table of Contents:
I. EVOLUTION.  1. What Is Public Relations?  2. The Evolution of Public Relations. II. VALIDATION.  3. Public Opinion.  4. Ethics.  5. Research.  6. The Law. III. ACTIVATION.  7. Communication.  8. Management.  9. Crisis Management. 10. Integrated Marketing Communications. IV. EXECUTION. 11. Public Relations Writing. 12. Writing for the Eye and Ear. 13. Public Relations and the Internet. V. THE PUBLICS. 14. Print Media. 15. Electronic Media. 16. Employees. 17. Community Diversity. 18. Government. 19. Consumers and Investors. VI. THE FUTURE. 20. The Golden Age. APPENDIXES. A: Code of Professional Standards for the Practice of Public Relations. B: Advertising Effectiveness Tracking Study. C: Definitions of Selected Terms Used in Public Relations Evaluation. D: Audiovisual Supports. E: Defining Key Cyberspace Terms. F: On-Line Databases. G: Leading Media Directories. H: Corporate Reporting Requirements. I: Annual Meeting Checklist. Credits. Index.